Investigating the Effect of Salability and Marketing Dashboards on Cost Control and Customer Performance from the Viewpoint of Environmental Sensitivity in Appliance Manufacturing Companies in Isfahan Province

This study investigates the effect of salability and marketing dashboards on cost control and customer performance from the viewpoint of environmental sensitivity in appliance manufacturing companies in Isfahan province. Given to research model, two primary hypotheses (which study the significant effect of salability and marketing dashboards on environmental sensitivity and significant effect of increased environmental sensitivity on cost control and customer performance) and four secondary hypotheses (which study significant effect of salability on environmental sensitivity, significant effect of marketing dashboards on environmental sensitivity, significant effect of environmental sensitivity on customer performance and significant effect of environmental sensitivity on cost control) were proposed. The survey was conducted using correlation-field method. The statistical population included one-hundred twenty four senior managers (marketing, manufacturing and research and development) of appliance manufacturing companies in Isfahan province. Sampling was not necessary because the statistical population was limited. Researcher self-made questionnaire containing 31 questions was tool of data collection. Supervisor professors and management experts confirmed validity of the questionnaire and the reliability was obtained via Cronbach's alpha coefficient equal to 97% that contained individual and specialized characteristics required to examine the hypotheses. One-hundred twelve questionnaires (return rate equal to 90%) were returned. The data collected via SPSS and AMOS software was analyzed through statistical tests at descriptive level (frequency, percentage, cumulative percent, mean and standard deviation) and inferential level (t-test, regression model, variance analysis, Kolmogoroff-Smirnoff test and Friedman test). Considering the output of structural equations, models' goodness of fit was suitable. According to the obtained results, all hypotheses were confirmed. Also, the results revealed that the independent variable of marketing dashboard has the highest effect in comparison with the dependent variable of salability. Path coefficient of marketing dashboard was equal to 48%. Therefore, salability and marketing dashboards have a significant effect on cost control and customer performance from the viewpoint of environmental sensitivity.